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Kimbia Fundraising Summer Camp: Sustainer Recruitment
This document summarizes a webinar hosted by Kimbia about sustaining donor recruitment and conversion. Kimbia provides nonprofit fundraising software. The webinar discusses different sustaining donor models like specific impact and sustainable cash/green choice. It also covers best practices for prospecting potential sustaining donors using metrics like recency, frequency, monetary value. The webinar outlines conversion pathways like email series and offers to incentivize donors to become sustaining supporters. It emphasizes testing different sustaining donor recruitment and retention strategies.
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Kimbia Fundraising Summer Camp: Sustainer Recruitment
- 1. Fundraise Faster. Est. inAustin, TX 2007
- 2. Week #1 Sustaining Donors: Identify,Recruitment and Making the Offer #kimbiawebinars Welcome to your first day of summer fundraising camp!
- 3. Hello! • Nickname: “T-Shank” •Sr. Manager, Product Mktg @ Kimbia • Peer-to-peer Boss Lady • Nonprofit tech nerd and writer • Coffee, kids, wine • Follow @tshankcycles • Nickname: “Yoda” • Sr. Principle @ Kimbia • Strategy Ninja and Goddess • Nonprofit tech nerd and writer • Puppies! Who doesn’t love puppies! • Follow @miriamkagan Miriam Kagan Taylor Shanklin #kimbiawebinars
- 4. Kimbia provides anall-in-one solution for... Online Fundraising Event Registration Peer-to-Peer, Team & DIY Fundraising Giving Days / Crowdfunding Custom Forms #kimbiawebinars
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- 7. Models Two main approaches(or a combination of both) Specific impact model • Sustainer dollars assigned to specific or equivalent of specific impact mission recipient • Ex: sponsor a child • Ex: Provide X amount of meals every months • Ex: Sponsor an endangered animal Sustainable cash/ ease/green choice model • Provide reliable source of income for organization/allow better resource planning • Promise of fewer fundraising asks • Requires less “paper” to be wasted on mailing—eco friendly • Ex: sustainer asks for NPR/PBS • Focus on “easier” way to give #kimbiawebinars
- 8. Specific Impact Personal connectionto mission for donor Show direct impact dollars at work Story telling through other donors’ experience Not all organizations are able to make direct tie to support Donors maybe be difficult to transition from specific support point (example: if sponsored child ages out) Restricted dollars Pros Cons #kimbiawebinars
- 9. Specific Impact: Yayfor Examples! #kimbiawebinars
- 10. Sustainable Cash /Green Choice Moving beyond restricted giving Pathway for organizations that are not able to provide 1-to-1 sponsorship model Allows broader impact language Can be more difficult to develop emotional giving appeal May rely more strongly on incentives for joining/continuing to give May require stronger “membership” level development structure Pros Cons #kimbiawebinars
- 11. Sustainable Cash &Green Choice #kimbiawebinars
- 12. Time to Go Prospecting! Puton your inspector gadget gear #kimbiawebinars
- 13. Prospecting Think RFM R =Recency F = Frequency M = Monetary
- 14. Prospecting: Rules ofThumb RECENCY FREQUENCY MONETARY SUSTAINER PROSPECT UNIVERSE GIFT IN LAST 12 MONTHS OR GIFT IN LAST 45 DAYS 2+ GIFTS IN LAST 12 MONTHS OR 1 GIFTS IN LAST 45 DAYS REASONABL E GIFT RANGES: $10<X<$500 #kimbiawebinars
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- 16. Conversion Pathways Initial SiteVisit • Clear and simple donate call to action on homepage • Clearly Visible Sustained Gift option on donation page • Sustained Gift Lightbox Sustainer Conversion Email Series (RFM- based) • New donor welcome series • Cultivation Emails • Sustainer conversion Email Series Other channels • Direct Mail Sustainer conversion • Phone bank sustainer conversion • Radio/TV #kimbiawebinars
- 17. Conversion Pathways: InitialSite Visit Clear Call to Donate #kimbiawebinars
- 18. Conversion Pathways: InitialSite Visit Clear Sustainer Option #kimbiawebinars
- 19. Conversion Pathways: InitialSite Visit Lightbox Fun! #kimbiawebinars
- 20. Sustainer Email Conversion Initial Email Sign Up Welcome/Fir stGift Conversion Email #1 Welcome/Fir st Gift Conversion Email #2 Welcome/ First Gift Conversio n Email #3 FIRST GIFT YES/NO Sustain er Convers ion Email #1 Sustainer Conversio n Email #2 Sustainer Conversion Email #3 SUSTAINE R GIFT YES/NO Ongoing Supporter Cultivation messages Fundraising campaign asks as appropriate: Year End, Back to School, etc. #kimbiawebinars
- 21. Other channels • Donorswith phone numbers: can be successful but expensive to execute. • DM inserts: cheaper but low conversion rates • Radio/TV: successful but expensive to execute. • Canvassing: technology making this easier and more efficient, still expensive. #kimbiawebinars
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- 23. Questions to consider •Will you offer incentives to join? • Are the incentives ongoing? • Will there be special membership or club levels? • What are the associated benefits? • Are you ensuring the conversion offer nets you more $$ than one time gift? • Do you have a sustainer donor relations support plan? • What other times of year will you ask them for an additional gift? • What types of cultivation messages are you going to send them? • Do you have budget for SEM/Targeted sustainer ads on social/search engines? #kimbiawebinars
- 24. Gather Back atthe Cabin for Week 2 of Summer Camp on July 26 at 1pm CT. Register at Kimbia.com Thank you! Follow us on Twitter #kimbiawebinars @Kimbiainc @miriamkagan @tshankcycles Want to learn more about working with Kimbia? Sign up for a demo at: http://www.showmekimbia.com
- 25. Q &A Ask usnow or send an email to kim@kimbia.com #kimbiawebinars
Editor's Notes
- #5 Here at Kimbia we specialize in online fundraising and our online tools are all built around the principle of provide the absolute best donor experience. We do that through general online fundraising forms, event registrations, Peer to Peer, Giving Days and custom forms you may need for some other purpose like a donor survey.
- #6 We will teach you how to identify recruit and make the offer through a series of steps today. First we want to talk about and define the various sustained giving models because it’s not black and white. Then we will go prospecting and teach you how to look for great potential sustainers. After we find some prospects, we are going to talk about how to convert them into sustained donors, and finally we will wrap it up with some good ol Q&A at the end.
- #15 The below are general rules of thumb and should be individualized based on your unique organizational business practices. Also, please note new site visitors/donors should ALWAYS be offered an initial option to give a sustaining gift as part of the donation pathway.